Brand Experience – Studio Odeonsplatz by Mercedes-Benz


Studio Odeonsplatz by Mercedes-Benz – As part of a long-term cooperation, Mercedes-Benz and LIGANOVA have launched the first Programmatic BrandExperience Space in Munich, comprehensively tailored to the needs of a modern and digital-savy target audience.

A prototype for innovative and connected content hubs, Studio Odeonsplatz offers a unique approach to brand experiences in creativity, art, content and digitalization. The immersive and ever-changing “walkable Instagram space”, spread across 400 m², redefines the future of urban physical brand spaces while building a local & global community.

The store is transformed into a phygital media space: At Studio Odeonsplatz everything – from the concept and infrastructure to the entire brand communication – is understood as a media space that is filled with content that has a new quality: curated and immersive; from physical to digital and constantly changing.

The space is topped off with a coworking and community area as well as premium hospitality provided at the deli bar in collaboration with Michelin-starred Mural Restaurant.

Studio Odeonsplatz by Mercedes-Benz is the prototype of a networked content hub and the future of commercial brand spaces.



The whole space is an interface that's brought to life through curated content. For the temporary campaigns, LIGANOVA’s content experts curate designers, artists, technologists and creative makers to tell interactive brand stories and showcase cutting-edge installations that reflect the zeitgeist and drive in-store interaction to the next level. LIGANOVA is also responsible for the development of the overall campaign themes and various formats.

TemporaryCampaign_Studio Odeonsplatz
PhygitalVisitorJourney_Studio Odeonsplatz


Studio Odeonsplatz blends the analog and digital worlds, and fosters the exploration of never-seen-before phygital experiences. LIGANOVA developed the in-location app EXOS that connects the space with changing digital content and turns it into an interactive stage, ensuring the ultimate connected visitor journey.

Studio Odeonsplatz is the prototype of a networked content hub and the future of commercial brand spaces.


Evoking the spirit of new beginnings by harnessing nature’s infinite power of renewal, the second campaign “New Awakening” creates a modern, seasonal space in a curated collaboration with Berlin-based flower art label Studio Mary Lennox. Ruby Barber, its founder and creative director, will transform Studio Odeonsplatz into a modern, seasonal space with an exclusive installation of botanical art and a staging of the vintage and iconic “Mercedes 300 SL,” thereby bringing the idea of a (re)awakening to life. New Awakening is about making way for what comes next, whether it’s innovation, future visions or personal development. Programmatic activations matching the campaign theme – both on-site and digital – accompany the concept.


The first campaign is ‘Silver Garage’, a theme that fuses freedom, openness and maker optimism to spark inner drive. From art to car culture to design, Silver stands for lightness, speed and clarity. It represents coolness and reserve – making room for personal footprints that fill a space with life – and was beloved of Andy Warhol, whose Silver Era saw the creation of iconic pieces in his legendary Factory, a hip hangout for creatives of all kinds. The garage itself is a totem of authenticity, creativity and future-gazing – an homage to the grassroots grafters who aimed high and achieved their dreams.

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